How to Make Facebook Video Ads Work for You


What are Facebook video ads? 

Facebook Video Ads are paid ads in video format that are run across the Facebook platform. The video ads are placed in a variety of places such as in-feed, Stories, Marketplace, and more.  

Tips for creating successful videos 

  1. Caption your videos 
    Studies have found that 85% of Facebook users watch videos without sound, so make sure you’re able to get your message across when sound is turned off. This can be done by adding close caption subtitles to your video. Videos ads with captions are watched for 12% longer than those without!  
  1. Optimise for mobile 
    Just under 80% of users only use mobile devices to access Facebook and because of this vertical video ads generate the highest engagement rate.  
    Make sure that the page you’re sending the user to from your ads call to action is also optimised for mobile. As soon as it becomes difficult for a user to view or engage with your content and website you’ll lose them.  
  1. Make the first few seconds count 
    Data shows that 47% of viewers watch less than 3 seconds of a video. This means you need to capture their attention and communicate your message quickly before they lose interest and scroll.  
  1. Don’t forget a call to action 
    A call to action (CTA) is a prompt that tells the user what specific action you would like them to take. It’s important to include one in your video ad to make it easier for customers to move through your sales funnel. They make it easier for users to know what to do next after they’ve watched your video ad and are interested in engaging with your brand.  
    Facebook offer several CTA options for you to use when making an ad on the platform, for example ‘Learn More’ or ‘Shop Now’.  
  1. Only focus on one goal 
    You don’t want to confuse, overwhelm, or even annoy users by focusing on too many topics in your video. If you’re creating a video to educate users about your product, to increase brand awareness, or to let them know about an offer, then focus solely on that theme.  

Requirements for video ads  

Make sure you meet the below requirements when uploading your video ad to Facebook.  
File type: MP4, MOV or GIF  
Ratio: 16:9 or 1:1  
Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+ 
Resolution: 1080 x 1080 pixels minimum 
Video length: 5 seconds to 10 minutes 
File size: 4GB maximum 

If you’re still not sure whether video is for you have a read of our blog post on 6 Reasons to Use Videos on Social Media.